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Mark Bell, 2012 - citation from the MEAS generated support documents for the G8 / New Alliance Expert Consultation on ICT for Extension

Mark Bell, 2012 - citation from the MEAS generated support documents for the G8 / New Alliance Expert Consultation on ICT for Extension

Thanks to Mark Bell, MEAS Team since this component was discussed a lot during our meetings in Dhaka. The existing extension service and trend of ICT usage will help to frame the future extension services.

Capacity is another important component to consider while planning to introduce ICT in extension. It covers both demand and supply side as well as the regulatory issues. Its always fancy to talk about all ‘wonderful’ tools but need to check whether the audience is ready to accept that and providers are ready to adopt those. Since the person behind the tool is most important, HR becomes crucial in many ways. We have seen many cases high end solutions with state of the art technology is available but due to the required HR, the service cant be delivered. All extension offices at district level have computers, internet and also computer operator, but still most of the data (like weather data, market price etc.) transmitted over phone or in document (word or excel) format. At national level, most of the senior people are not aware and comfortable to use ICT so no initiatives taken to develop an application and ensure use of ICT.

e-Krishok meant (e-Farmer) an initiative of Bangladesh Institute of ICT in Development (BIID) and now emerging as an end-2-end solution for the farmers ranging from extension to marketing. Use the following checklist to rate your tool or website. Site or Tool considerations 1. Audience and Focus? Is there clarity of audience and what information they need? 2. Why this site? Is this site needed (do similar or better site(s) already exist)? Are there good incentives to use the system? 3. Demand driven Is there a mechanism to ensure audience needs are clearly identified and that the audience can access and use information delivered? 4. Credibility Is the information from a credible tested source? Is information valid under the conditions of the users? 5. Application and feedback Is the project linked to those people using the information and can they provide feedback on content, format and ease of use? Are messages developed to be clear, simple, practical and doable. 6. Accuracy Is there a mechanism to ensure information correct (and links are active)? 7. User conditions? Does the technology match with the access options of the users? Is material available in the forms needed (e.g., written, CD/DVD and/or web) 8. Added value? Does the product add value to information already available? Does it make it easier for people to access and apply? 9. Site structure Is site structure simple and intuitive – with a search option. 10. Site links. Is there a mechanism to regularly check and ensure links are active. (Broken links quickly reduce site credibility.) Project considerations 1. Responsiveness Are developers open to feedback? Do they listen, evaluate and then respond to improve the system? 2. Acknowledge Are contributors to the site clearly acknowledged (This builds support and willingness to contribute 3. Project driver? Is there someone passionate about the project, who is committed to making sure it succeeds. What happens if that person leaves? 4. Sustainability? Does the project have support from institute or organization management with a vision for longer term management? How will the project be maintained, updated and sustained?

BIID initiated the concept and developed the business model for e-Krishok. In 2008, BIID partnered with Katalyst, Grameen Phone &amp; ACI to introduce the service targeting approx. 5,000 farmers and by 2012 the membership grows up to 200,000 farmers. Critical success factor was adoption of feedbacks on services (inclusion, remove, update) and new technologies (Call Back service). With the new service propositions through all telecom operators and other partners, new target set to serve 1.0 Million farmers within 2013 and 3.0 Million by 2014 (including 1.0 Million e-Krishok members) by using mobile phone and expand the services from extension to marketing, crop insurance to Extension Process Outsourcing (EPO) etc.. Now government institutions like DAE among many other organizations also partnered with BIID.

*Backbone Support: e.g., the services provided by Market Maker staff at University of Illinois and by support staff for Market Maker at state level

Putting the Horse in Front of the Cart - Implications for ICT4 Extension Design Strategy

1.
Putting the horse in front of the cart:
A strategic approach to designing ICTsupported extension
Andrea Bohn,
University of Illinois at Urbana Champaign
In collaboration with:
Mark Bell, University of California at Davis
Shahid Akbar, Bangladesh Institute for ICT in Development
Phil Malone, Access Agriculture
Plenary Session
November 6, 2013
CTA ICT4Ag
Kigali, Rwanda

2.
Source: Lonely Planet
Background: A concrete project in Bangladesh
MEAS Team is providing
support to a Feed-theFuture project in
southwestern
Bangladesh that has
strong emphasis on
agricultural extension.
Assistance with developing the ICT strategy for the project
Training in using certain communication tools, especially
video and radio, primarily to “illustrate the point” of
participatory methodology

3.
Temptation to put the cart in front of the horse …
- Committing to a tool or application before understanding the needs and abilities of the audience/
users (farmers, intermediaries) and contributors
- Filling the “cart” with content before knowing
where the journey is going to
- In-house technology and content
development vs. collaboration
and building on what
is already there
- A solution in search
of a problem?
It is easy to get very excited about certain ICT applications (the cart and its
content) but on its own (and in front of the cart) this will go nowhere.
Source: http://www.metronetiq.com/archives/2008/06/putting_the_car.html

4.
Now: Put the horse in front of the cart!
• Who is the primary audience: farmers or extension staff ?
• What is the need or problem
ICT is supposed to help solve?
• Don’t be pre-committed to
certain ICT applications
Build on existing
resources and
pathways!
• How is the audience accessing information now?
• Who or what are trusted sources of information?
Fill the cart with information that is
CREDIBLE, RELEVANT, LOCALIZED,
TRUSTWORTHY, ACTIONABLE

5.
Understand existing ICT landscape
– don’t reinvent the wheel
Who is doing what?
•
•
•
•
Map out the existing ICT ecosystem and options to integrate
ICT components in the process.
Need to be aware of and leverage other service providers /
projects / organizations active in the area.
Know who is doing what both in-house and in the project
area.
What are the existing ICT facilities like? How can other actors
be engaged? Opportunities for public-private-partnerships?
 We conducted background research and held stakeholder
workshop along with field visits to Jessore region. Still: huge
motivation on part of implementer to build ICT from scratch.
(Report available at http://www.meas-extension.org/meas-offers/country_studies/country-overview/bangladesh)

8.
Solutions and Key Message
Solutions
Content needs to be CREDIBLE, RELEVANT,
LOCALIZED, coming from a TRUSTED
MESSENGER, and ACTIONABLE
• Where is the reliable information to meet the
identified needs going to come from? Consider
audience members themselves!
• Is there need for (further) validation?
• Are farmers getting conflicting messages?
Network with other potential content and
service providers (organizations, companies, projects).
Key message

9.
ICT Design based on ASK ME framework
Message form and delivery (ICT plus …)
• Take into account: literacy, education,
gender, access, …
• How will information be packaged
and delivered? Who will be involved?
• Can public and other extension service
providers be engaged in this process?
• Complement ICT with “traditional” methods like demonstrations
to deepen learning, build trust, demonstrate success
(“seeing is believing “, and “learning by doing”)
Evaluation and improvements, feedback loop

10.
Information is necessary but not sufficient
Many factors contribute to changes in behavior ( productivity increases,
higher profitability, improved nutrition, etc. ), which is what we are
ultimately interested in!

12.
Disclaimer:
This presentation was made possible by the generous support of
the American people through the United States Agency for
International Development, USAID. The contents are the
responsibility of the author(s) and do not necessarily reflect the
views of USAID or the United States Government.
www.meas-extension.org

13.
DEFINING Information and
Communication Technology (ICT)
can be defined as any technology that helps
in the transfer of information.
This entails DEVICES such as
radios, televisions, simple mobile
phones or smart phones, computers
(desktops, laptops, netbooks, tablets), came
ras, and recording /play back devices for
voice, video, and still images.
Communication TOOLS used include
text, voice, photo and video.
DEVICES such as smart phones and webenabled computers combine the
functionality of several devises and permit
the use of multiple communication tools.
Mark Bell, 2011

14.
DEFINING Extension
“Extension is defined broadly to include
• all systems that facilitate access of farmers, their
organizations and other market actors to knowledge,
information and technologies;
• facilitate their interaction with partners in research,
education, agri-business, and other relevant institutions;
• and assist them to develop their own technical,
organizational and management skills and practices.”
Ian Christoplos, FAO, 2010 (emphasis added)

15.
Key Statement about ICT in Extension
“Information and communication tools such as cell
phones, the internet, radio, and television can
dramatically improve farmers’ and intermediaries’
access to information relevant for rural
households, production agriculture, and
agribusinesses.
The tools can be used to raise awareness or to
provide specific information in response to questions
about agricultural technologies, markets, prices, etc.
As such these tools are just a part of the extension
process and are most effective if combined with
established good extension practice.

16.
Key Statement about ICT in Extension
For extension in general and for ICT in particular to be effective,
the service has to be client focused and needs driven, providing
credible content and a relevant as well as actionable message
through a trusted messenger.
Furthermore, access to information is just part of the formula for
success. Farmers have to see sufficient evidence that they are
convinced to turn the new information received into 1) a
willingness to test the approach, and then 2) if the test is
successful, adopt.
Success of an IC tool or approach therefore also depends on
availability of required inputs, sufficient knowledge to test and
use those inputs appropriately, and access to markets for farmers
to profitably sell their products.”
Mark Bell, 2012

18.
Service Development and Delivery
Localization and customization
Validation of content and quality
Update mechanism and incentives
User-friendliness of service delivery (cost & technology)
Demonstration of impact and sharing success cases
Feedback mechanism and development

20.
Resources on ICT for Agriculture and Extension
MEAS
• www.measict.weebly.com
• www.meas-extension.org/resources/ict
• MEAS Framework for Designing and Implementing ICT Supported Extension and
Information Services (July 2013)
• MEAS Guide to Producing Farmer-to-Farmer Training Videos (April 2013)
ICT in Agriculture: www.ictinagriculture.org/ictinag/
Sponsored by the Agricultural and Rural Development unit of the World Bank
ICT for Ag Online Community:
https://communities.usaidallnet.gov/ictforag
The e-Agriculture Community: www.e-agriculture.org
e-Agriculture is a global Community of Practice, where people from all over the world
exchange information, ideas, and resources related to the use of information and
communication technologies (ICT) for sustainable agriculture and rural development.
ICT Update by CTA: http://ictupdate.cta.int/en
Look into the many archived issues (come out on a bi-monthly basis) at
http://ictupdate.cta.int/en/Issues/(issue)/69

22.
e-Krishok: An ICT enabled service
BIID has been facilitating proper
usage of the first and only (as of
now) private sector driven provision
info bank (www.ekrishok.com) of
agriculture related information and
knowledge.
Based on the experiences of piloting
in 10 locations in 2008, BIID is now
expanding the service as ‘e-Krishok’
nationwide to induce trial of
agricultural extension and market
linkage service.
BIID now introduced short code
16250 to offer voice & SMS service
Mobilizing
and
awareness
building
- Recognition of
info-centers as
source of info and
advice
- Trial of services by
member farmers
Problem
specific
consultation
- A critical mass of
benefited farmers
Backend support services like
content, promotion, marketing
BP = Business Promoters

26.
Lessons learned from Market
Maker, www.foodmarketmaker.com
The Five Conditions of Collective Impact
Backbone Support * Creating and managing collective impact requires a separate
organization(s) with staff and a specific set of skills to serve as the backbone for the
entire initiative and coordinate participating organizations and agencies.
Common Agenda All participants have a shared vision for change including a common
understanding of the problem and a joint approach to solving it through agreed upon
actions.
Shared Measurement Collecting data and measuring results consistently across all
participants ensures efforts remain aligned and participants hold each other
accountable.
Mutually Reinforcing Activities Participant activities must be differentiated while still
being coordinated through a mutually reinforcing plan of action.
Continuous Communication Consistent and open communication is needed across the
many players to build trust, assure mutual objectives, and create common motivation.
Richard Warner, University of Illinois for MEAS Summer Institute, on May 31, 2013